Whilst the apparel market is an economic success, consumers high consumption levels of textiles from value retailers are causing serious environmental issues. Within the perimeters of this project investigation was carried out into the current fast fashion trends and the disposal of post-consumer textile waste. In order to develop a concept that would encourage less textiles ending up in UK landfill sites. Through exploration into consumer behaviour, attitudes and motivations, key insights were found that aided in encouraging women to awaken their wardrobe to a new way of buying clothing. Focused around the idea of slow fashion I give you 365 a new clothing brand that gives budget fashion shoppers access to premium quality fashion. Allowing them to rent items on a monthly contract. Therefore the brands mission is to make slow fashion the trendsetting way to shop.